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Arts marketing, communication & design digest - May 2016

local search marketing

This month we look at the explosion of Facebook's mobile ads, which tripled their profits. Google added related topics to featured snippets on SERP, ascertaining that they can supply your search query with answers. We also discuss survey results for local SEO outsourcing, as well as Adobe's Creative Cloud revelations, highlighting what to expect later in 2016. Finally, we test your e-marketing knowledge with our Digital Marketing Quiz!

Facebook profits triple as mobile ads smash expectations

In 2012 Facebook was making no proceeds to speak of from mobile but 4 years on and the company have reported their first quarter profits have tripled to $1.51bn in that sector of their market. In fact, it is now a market in which the company leads the way. The revenue derived from mobile ads accounts for over 80% of the company’s total revenue. Facebook’s new live video app appealed to a whole new group of advertisers which certainly helped the growth in their market.

That growth has outstripped the analysts’ forecast and has cemented Facebook’s domination of the smartphone advertising market. Zuckerberg informed his investors that: “We had a great start to the year. We’re focused on our 10-year roadmap to give everyone in the world the power to share anything they want with anyone.” Excitingly, he also mentioned that artificial intelligence ‘chatbots’ could very well be the future and to watch out for further developments in the Messenger app.

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Google adds related topics to featured snippets

Google never stands still. Now, when you go through the search engine you will more than likely find extended snippets for many of your queries. These can be seen in the top featured snippet box when Google has ascertained that it can supply you with answers to your search query from content on a specific web page.

Not only that but you could even find extended versions of those snippets giving related topics linking to additional information. Here are two query screen shots, one for [birth control] and the other for [personal loan] which both currently bring up extended featured snippets:

Extended featured snippet | Birth control

Extended google featured snippet | Personal loan


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Adobe reveals what's coming to Creative Cloud later in 2016 (and beyond)

Adobe’s Creative Cloud already has many features but over the coming 12 months we are going to be seeing lots more added to it. This will include: more mobile apps, new types of stock media, more offerings for large companies and new tools for home users. However, when these plans were revealed by Adobe’s VP, Mala Sharma, it was interested to note that although great emphasis was placed on mobile applications, desktop products hardly merited a mention, with the one exception – UX.

Adobe UX is a new product that is chasing the designers’ current tool of choice – Sketch. And, just as Sketch is built for Mac only, so is Adobe’s UX. The surprising aspect of this was that Sketch doesn’t have an iOS version, especially with such an emphasis made earlier on Adobe’s future plans for mobile applications.

We will have to wait and see what happens.

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60% of local SEOs are outsourcing more tasks in 2016 vs. 2015

Columnist Myles Anderson has been taking an in-depth look at the results of a recent BrightLocal survey on the topic of outsourcing SEO. This contracting out is common in the digital market, as it is exceptionally specialized and frees up a lot of time for company employees to concentrate on other matters.

Of course, perhaps the company doesn’t even employ anyone who has that expertise – in that case, outsourcing is essential. The survey set out to find which tasks were most frequently outsourced and whether that had changed in the past couple of years. Also, what were considered the pros and cons of this way of working.

To do this, BrightLocal surveyed SEOs worldwide, with 80% in North America, 13% in the UK and the other 7% from different countries. Results of this survey can be found here.

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Digital Marketing Quiz to test your marketing knowledge

Digital technology has moved on by leaps and bounds over the last couple of years with an economy showing an unparalleled value of £91.1bn in 2015. It is no wonder that companies are desperate to encompass these skills especially when it comes to digital marketing. One of the great developments in digital marketing has to be the use of social media, allowing companies to engage directly with their potential customers, entice them to their website and so capture a new audience and, more importantly, sell more product.

A shining example of this is Buzzfeed. Out of their 130million unique site visits, 75% were gained exclusively through the use of social media. Another of the main marketing tools is SEO, Search Engine Optimization, which is constantly being used and discussed throughout the marketing fraternity. SEO is the process of getting traffic from the free, organic, editorial or natural listings on search engines and pointing them straight to your product and increasing the reliability of your brand.

A company that doesn’t embrace these marketing opportunities will soon find they are left straggling behind in the marketplace and will quickly lose any competitiveness that they had previously built up. The benefits for your business through SEO are limitless - embrace it.

Are you a digital marketing guru? Test your knowledge with our digital marketing quiz and benchmark your skills against your competition.

Click to open the Quiz in a pop-up

Share it on social media with your friends and fellow colleagues!

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